We received a great challenge from Sony: to promote the special DVD launch of Da Vinci Code film. We had a low budget and we needed to create a high impact action. As the public is a large target, our strategy was to use TV and external media. With the aim of amplifying the external media impact, we put monks in the streets to rip up the outdoor posters.

This interaction combined with the outdoor campaign was unusual, and monks do not usually walk in the streets in Brazil. We combined this with the film mystery, by putting the monks on the streets. Together they would rip up the outdoor posters promoting the film. We simulated the monks’ obsession not to reveal the Code, bringing this element of the film's plot to the streets.